This article was updated on 12/9/14. There are very few things that are more frustrating for a business than to see your potential customers get stolen by a competitor. Many businesses know this is happening to them, but can't identify precisely why they are losing sales to their competition. More often than not, online businesses surrender potential customers to competitors because they don't have an optimized conversion funnel that seamlessly leads users from the initial discovery of their brand all the way to an actual conversion goal. As a result, users look for other websites that have better online marketing visibility, a better understanding of what kind of content they are looking for, and a clearer navigation path to purchase a product or service. While the specifics of addressing these issues on your website might sound too complicated to easily solve, more often than not, 1 of 5 issues is effecting your brand's site in one way or another, and needs to be addressed to keep your competition from stealing away a piece of your online revenue.
One of the best examples of multiple online channels coming together to help a business achieve better results is the advantages pay-per-click marketing can provide when coupled together with search engine optimization. Both channels are extremely effective on their own, but when a business is able to lock down the #1 position for a keyword on both organic and paid channels, studies have found that organic click through rate go up substantially.
If your competitors have both the top paid and organic positions for a keyword you're trying to rank for, potential customers are being siphoned away from your business. The reasons for this are pretty straightforward - users feel more comfortable converting with a competitor who has the brand legitimacy to rank well organically, but also has the budget to advertise. When combined, users see a brand with high paid and organic positions as an industry leader. Even if you rank in the first position for an organic keyword and a competitor ranks second, if they have paid ads and you don't they could be stealing substantial amounts of potential customers from you.
There was a time when it was acceptable to have a blog on a website that featured 250-word posts that provided little practical value to users, but helped SEO rankings. All that was required was a good understanding of what search engines were looking for, and the technical SEO knowledge to create posts that specifically targeted the keywords a business wanted. These tactics have become increasingly ineffective as Google has grown its algorithms to better understand and rank content like a real user would.
Content should be high quality, and should build lasting customer loyalty at the top of any conversion funnel so that users come back and eventually purchase a product or service after many interactions with your brand. For businesses that still aren't doing this, traffic (as well as SEO rankings) are being squandered to competition that is willing to put in the time and effort it takes to create content users love. Don't let your competition steal your customers. If you provide your users with content that keeps them engaged with your business, your can make sure that online sales aren't being squandered.
If you aren't personalizing content for your users you vould be giving them content they find uninteresting. This leaves the door wide open for competitors to more effectively get a user's attention with content that is specifically tailored for them. This gives your competition an opportunity to come in and steal a potential customer from you.
87% of US millennial smartphone users claim that: "My smartphone never leaves my side, night or day," so it is little wonder that businesses need to take steps to optimize their brand on the devices their customers frequent. Particularly with Google's recent mobile update that shows users in their mobile search results which websites will perform poorly on mobile devices, businesses need to take a serious look at optimizing their websites for mobile devices or risk losing large swathes of potential customers in both the short and long term.
If that isn't enough of a reason to take mobile seriously, Google ranks websites for key search engine queries based on whether or not they are responsive. So even if your business doesn't get many (or even any) sales from mobile devices, not having a mobile presence could still be hurting the amount of sales you're closing by effectively gifting keywords you should be ranking for to competitors who have a website that can more effectively cater to mobile users.
Only 41% of digital marketing decision makers are currently using A/B testing tools to do this, so taking advantage of the benefits conversion rate optimization now is a great way to get ahead of your competition and pry some of your competitors' customers towards your business.
The common issues that we've covered that lead to a competitor stealing your potential customers are often easily taken care of as long as your business has the proper time, knowledge, and resources to make sure that they are properly addressed. If you've seen your online revenue take a nosedive because a competitor is hijacking your potential customers, let our website design and online marketing experts take care of everything and get your business the sales and brand recognition it deserves.